Filtered dossier

dual-coding

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  • No visual on file
    Memory & Recall Entry #0823

    Why the packaging is recalled and the ingredients are not

    Packaging is recalled because it is encoded visually as a single gestalt, while ingredients are encoded verbally as a list that decays faster in long-term memory.

    Adept
    The hidden part #0823

    The package is a picture; the ingredient list is prose. Memory keeps pictures in a vault and prose on a napkin. Both were read, but only one was truly stored.

    Open file
  • No visual on file
    Memory & Recall Entry #0803

    Why a brand you can picture beats one you can only name

    A picturable brand beats a name-only one because visual encoding creates a dual trace — image plus word — doubling the retrieval routes at point of purchase.

    Novice
    The hidden part #0803

    A name is one thread; a picture is two. The brand that can be seen in the mind’s eye is recalled through a door that words alone cannot open.

    Open file